Ad executives team up to swap services for new business stake

Michael Bow is a reporter at City A.M. covering private equity, funds, investments and asset managers. He can be reached on michael.bow@cityam.com

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Michael Bow

ADVERTISING firm M&C Saatchi and a host of creative agencies have banded together in a new venture to invest in start-up businesses.

The project, led by London-based firm Squadron Venture Media, will see creative agencies M&C – co-founded by Charles Saatchi – Creature, Karmarama and 101 offer TV advertising advice to start-up firms in return for an equity stake in their business or a slice of future revenues.

James Burgess, founder of Squadron, told City A.M.: “Entrepreneurs are much keener on growing their brand. They are increasingly looking to more traditional techniques to build relationships with consumers.”